Yury Duma
Managing Director
provid
The All-Ukrainian advertising coalition together with the provid agency came up with an initiative to introduce legislative changes that would allow displaying the symbols of Ukraine and military weapons in social advertising. These changes will simplify the work of creative teams in the creation of content and its further distribution in the media.
Personally, and I believe the entire production team would agree, it was truly awkward when we had to ask the military to hide their weapons and not show them on camera because then the likelihood of the commercial airing on channels would significantly decrease, and the fate of the broadcast would be uncertain. Attempts to clarify detailed restrictions on filming usually end with the familiar phrase: “Send us the footage — we’ll take a look.”
Furthermore, it got even more challenging. We had to ask to remove patches with symbols and flags. Yes, we had to explain to people who defend the country with weapons in their hands why the flag, which they should be proud of, needed to be hidden. I must admit, no explanation was as difficult for me as this one.
At the next location, the flag of Ukraine, which hung proudly in a residential complex in the background, accidentally appeared in the frame. You won’t believe it, but the law required us to remove the flag and shyly take it out of the frame in a country where people are dying for this flag.
Do you find it absurd? Yes, it is absurd, something we’ve become accustomed to for many years. And this nonsense, we have the right to change. We are glad that thanks to the support of the All-Ukrainian Advertising Coalition and personally Maxim Lazebnik, the initiative has gained weight, and a working group has already been created to consider it.
We should lift the restrictions on creative teams that implement social initiatives for our defenders and our country. We must show the flag and our military as they are. If the law contains “inaccuracies” in this regard, we need to change the law.
The gesture of thanks #ThanksToYou appeared in 2018 and today has become even more relevant. When it’s difficult and awkward to find words, a hand over the heart will express your respect.
We also urge you to support the campaign by thanking our defenders not only personally but also on your social networks. To do this, use the hashtag #ThanksToYou in your posts and download materials for your content from the link.
